Samsung's marketing drive for LCD TV range gets a 'Die Hard' leg up

Samsung India has tied up with Bruce Willis starrer ‘Die Hard 4.0’, which releases in India on June 29. This tie-up represents a first in the company’s strategy for building its association with cinema for its LCD TV category. As part of the tie-up, Samsung will be showcasing its complete LCD range at the premiers being held in Delhi and Mumbai.

“The association with the movie is to bring home the fact that Samsung Bordeaux Art allows you to enjoy the cinema experience sitting at your home on account of the Movie Plus function that this range is equipped with,” explained R Zutshi, Deputy MD, Samsung India.

Some of the advanced features of Bordeaux Art includes 8000:1 Dynamic Contrast ratio for crisper images, wide colour enhancer for richer, more lifelike colour and Movie Plus feature for smooth and fast moving action.

Besides the screenings, the company is creating awareness for its association through a LCD print campaign that broke on June 22, while the TVCs went on air on June 17. The outdoor campaign is going on all over the country, while the company has also put up ‘Die Hard 4.0’ POP, POS at the shop floor.

Samsung has also made available attractive combo offers for its LCD TVs with home theatres. It is also setting up LCD displays at around 500 multi-brand outlets, enhancing its position among its competitors. The company will be expanding the number of its Brand Shops from around 95 to 135 by the year-end.

Samsung also plans to strengthen its presence in the new upcoming retail chains in India. The company already has a strong presence in all the large retail formats like Reliance Digital and Croma.